2. GMV Share
Books, Films, Gam
es
3% Other
5%
Clothes &
Accessories
14%
Antiques and
Collectibles
49%
Electronics
29%
3. We’ve analyzed TOPs in main categories (AB-
segments) with GMV for than 100k per quarter.
They:
* Not a legal entity
* List manually or via Aloader
* Mainly NEW items
* Mainly don’t have own e-shops, but use other
platforms: marketplaces, classifieds, SM
4. * Openly sells fake bags and shoes
* Sells shoes priced less than 3000 RUB
* Sells jewelry from USA, live in Novorossiysk
* Sells brand clothes
* Dropships low-priced coats from Germany
* Sells original branded clothes
* Sells clothes, shoes and bags priced attractively
* Seller’s brother — big boss of several warehouses in China. Sells
that goods
* Assembles computers from parts and then sells
* Sells foto-accessories from warehouse in Kaliningrad
* Buys cheap in China and USA, sells at bigger prices
* Has supplies with low-prices in Germany
5. By sales Moscow
Region Name GMV B (-R) / national 41%
Moscow 20 834 964 Регион
Other (drop-shipping) 11 302 660 53%
Moscow area 3 824 663
St. Petersburg 2 778 672
Kaliningradskaya oblast 1 703 959 Saint-
Petersburg
Tverskaya oblast 1 330 747 6%
Chelyabinskaya oblast 1 205 408
Rostovskaya oblast 974 988
Omskaya oblast 933 481
Leningradskaya oblast 794 038
Krasnodarskiy kray 745 371
7. By buyers activity:
SUMM (GA
Region Name Bids+BN)
Moscow 96208
Санкт-Петербург 17397
other 10610 Moscow
Краснодарский край 8804 42%
Регион
Свердловская область 6786 51%
Самарская область 5795
Московская область 5669
Ростовская область 5109 Saint-
Petersb
Новосибирская область 4690 urg
Саратовская область 4549 7%
Воронежская область 3981
8. Ever bought:
Marketplace eShop Classified
Total Молоток.Ру Озон.Ру Из рук в руки
(A) (B) (C) (D)
ЦФО 35% 57%> A,C,D,F,G 39% 31%
СЗФО 16% 14% 19% > D,G 12%
ЮФО 4% 4% 3% 3%
Регион ПФО 23% > B,E 13% 20% 42% A,B,C,E,F,G
>
УФО 8% 6% 7% 6%
СФО 9% > D 5% 7% 4%
ДФО 4%> D,E 1% 5% > D,E 1%
18-24 лет 26% > D 29% > D 25% 18%
Возраст 30%
25-34 лет 34% 33% 33%
35-44 лет 23% 25% 24% 28% > E
45-54 лет 17% 16% 18% > F 21% > F
Холост / не замужем 33% > D,G 28% 29% 24%
Семейное
64% 60% 62%
положение Ж енат / замужем 57%
9%
Разв еден(а) 10% 11% 14%
0% 0% 0%
Образо-
Начальное 0%
вание
Неполное среднее 0% 0% 1% > A 0%
Среднее специальное 10% > F 8% > F 7% > F 9% > F
Среднее техническое 5% 4% 3% 4%
Незаконченное в ысшее 18% 19% 14% 15%
Высшее / бакалав р / магистр 64% 68% 71%> A 68%
Ученая степень 2% 2% 4% > A 2%
Наличие детей Да 33% 32% 38% 38%
Работает ли Да 95% 95% 97% > A 96%
Руков одитель предприятия 6% 7% 6% 10% > A,B,C
Руков одитель подразделения 26% 24% 23% > A
ность
21%
Долж-
Специалист (нет подчиненных) 42% 39% 46% 41%
Служащий 11% 10% 9% 10%
Рабочий 8% 6% 5% 7%
Предприниматель 4% 5% 4% 5%
Меньше, чем 10,000 руб. 7% 2% 6% 10% > B,E,F
31% > C,G 22% 23% 30% > G
Доход
10,000 – 20,000 руб.
20,001 – 30,000руб. 25% 32% 27% 22%
30,001 – 40,000 руб. 12% 12% 15% 14%
Св ыше 40,000 руб. 18% 28% > A 24% > A 19%
База: Все респонденты (1000)/ Покупали что-либо на сайте Молоток.Ру (101)/ Озон.Ру (378)/ Из рук в руки (212)
9. Molotok.ru buyer distinguish:
— lives in Central District ->
potential to grow in regions
— family person -> more
conservative
— with low and middle-low
or opposite — high income ->
different buyers type
10. Up to 43% of GMV (electronic + fashion)
Low income or low-price behavior
Other places: Price comparison (Yandex.Market), General
Classifieds (Avito, Slando)
They’re OK:
Inconvenience and purchase inusability
Dropshippers
To buy almost NEW / a bit USED items
*
11. From 8% of GMV (other categories)
High income
Use eBay, Amazon and other foreign sites
Grey import novelties: ex. iPhone 4S, etc.
Grey import: ex. Fashion brands not sold here officially
Rare discontinued things: auto parts, vinyl, books
*
12. 49% of GMV
High income
Professional sellers & buyers at the same time
They’re OK with:
What exists now
Just ask for more flexible and complicated fee structure
*
